PENGARUH LIVE STREAMING DAN PROMOSI PENJUALAN TERHADAP NIAT BELI DI APLIKASI BELANJA ONLINE DENGAN TRUST SEBAGAI VARIABEL MEDIASI (STUDI PADA BRAND SATTKA)

AULIA RACHMA, . (2026) PENGARUH LIVE STREAMING DAN PROMOSI PENJUALAN TERHADAP NIAT BELI DI APLIKASI BELANJA ONLINE DENGAN TRUST SEBAGAI VARIABEL MEDIASI (STUDI PADA BRAND SATTKA). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh live streaming dan promosi penjualan terhadap niat beli konsumen pada aplikasi belanja online TikTok Shop dengan trust sebagai variabel mediasi, khususnya pada brand Sattka. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner kepada 200 responden yang merupakan pengguna TikTok Shop dan pernah menonton atau berinteraksi dengan fitur live streaming brand Sattka. Model penelitian disusun berdasarkan kerangka Stimulus–Organism–Response (S-O-R), di mana live streaming dan promosi penjualan berperan sebagai stimulus, trust sebagai organism, serta niat beli sebagai response. Analisis data dilakukan menggunakan metode Partial Least Square–Structural Equation Modeling (PLS SEM) dengan bantuan perangkat lunak SmartPLS. Hasil penelitian menunjukkan bahwa live streaming dan promosi penjualan berpengaruh positif dan signifikan terhadap niat beli konsumen. Selain itu, live streaming dan promosi penjualan juga terbukti berpengaruh signifikan terhadap trust. Selanjutnya, trust berpengaruh positif dan signifikan terhadap niat beli, serta berperan sebagai variabel mediasi yang memperkuat pengaruh live streaming dan promosi penjualan terhadap niat beli konsumen. Temuan ini mengindikasikan bahwa strategi pemasaran berbasis live streaming yang interaktif, transparan, dan didukung oleh program promosi yang menarik mampu meningkatkan kepercayaan konsumen, sehingga mendorong niat beli secara lebih kuat pada platform live commerce. Kata Kunci: Live Streaming; Promosi Penjualan; Trust; Niat Beli; TikTok Shop. ***** This study aims to analyze the effect of live streaming and sales promotion on consumers’ purchase intention in the TikTok Shop online shopping application with trust as a mediating variable, focusing on the Sattka brand. This research employs a quantitative approach using a survey method by distributing questionnaires to 200 respondents who are TikTok Shop users and have watched or interacted with Sattka’s live streaming features. The research model is developed based on the Stimulus–Organism–Response (S-O-R) framework, where live streaming and sales promotion act as stimuli, trust as the organism, and purchase intention as the response. Data analysis was conducted using the Partial Least Square–Structural Equation Modeling (PLS-SEM) method with the assistance of SmartPLS software. The results indicate that live streaming and sales promotion have a positive and significant effect on purchase intention. In addition, both live streaming and sales promotion significantly influence trust. Furthermore, trust has a positive and significant effect on purchase intention and serves as a mediating variable that strengthens the relationship between live streaming, sales promotion, and purchase intention. These findings suggest that interactive and transparent live streaming strategies, supported by attractive promotional programs, can enhance consumer trust and ultimately increase purchase intention in live commerce platforms. Keywords: Live Streaming; Sales Promotion; Trust; Purchase Intention; TikTok Shop.

Item Type: Thesis (Sarjana)
Additional Information: 1). Dr. Terrylina Arvinta Monoarfa, SE., MM. ; 2). Fildzah Shabrina, S.Pd., M.Kom.
Subjects: Manajemen > Manajemen , Business
Divisions: FE > S1 Bisnis Digital
Depositing User: Aulia Rachma .
Date Deposited: 13 Feb 2026 07:43
Last Modified: 13 Feb 2026 07:43
URI: http://repository.unj.ac.id/id/eprint/65378

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